Creative Boutique / Concept Advertising @ModelsUnlimited.net    The Message Must Stick: To be resilient to many types of constraints, your 'Message' must have an impact while being brief. It has to last, and allow its targeted demographic to adopt a need and/or preference for it. Below are examples of how ModelsUnlimited.net attempts to assist advertising and end clients to effect this in their advertising campaigns. The Challenges: The term "Branding" is quite over used in advertising and promotion to indicate how a product and image, word or phrase stick together, like a Sound Byte ( or 'Mind Byte' as ModelsUnlimited calls it ) amidst much media noise. Advertising can rely on repetitive exposures, perhaps up to about 6 for a message to actually reach the consciousness of its demographic; and then even more as a reinforcement schedule in order to adopt a level of need from its demographic. Assuming that an Advertisement has merit, then Budgets come into play as an immediate constraint in effecting such reach to a demographic. Likewise, repetitive reinforcements can also have a diminishing affect - example try saying the word 'Sex' 20 times to yourself. The word could lose its cognitive value and therefore become an element in the world of noise while your overspent budget helps to accomplish this. On a Billboard being passed at 70 miles per hour or a TV commercial that is stuffed between 10 others, its 'Mind Byte' must take hold of its demographics' consciousness. Additionally, consider how well that 'Mind Byte' carries through when overwhelmed with the company of others like it on the same shelf or counter in a super market, or store or web page where pricing also is a factor in a downed Economy. In a challenging economy, an Advertising Budget has to mean far more than an abstract; it has to mean ROI.